October 9, 2025

Welcome to The Toy Report, where it’s a busy week across the toy and pop culture worlds! 🎉

 

Submissions are now open for The Toy Book’s January International Issue (with bonus distribution at Spielwarenmesse) and February’s BIG Toy Book 2026 Edition, debuting at Toy Fair New York.

 

We’ve also extended the final deadline for The Pulse of Play Awards to Oct. 15, giving you a little extra time to submit your best nominations!

 

Meanwhile, our sister publication, The Pop Insider, just opened nominations for the first-ever Collectors’ Choice Awards, which recognize the best in fandom and collectibles.

 

Members of The Toy Book and The Pop Insider teams are on the ground this week at Brand Licensing Europe and New York Comic Con, where you can visit The Pop Insider at Booth No. 1829 to say hi, see what’s new, and pick up Holiday Gift Guides from both The Pop Insider and The Toy Insider!

 

In the meantime, check out the biggest stories of the week and stay on the #pulseofplay.

 

— James Zahn, Editor-in-Chief

 
 

Hasbro Brings Powerhouse Portfolio and Playful Partnerships to BLE 2025

 

From Peppa Pig to Transformers, Hasbro is “Playing to Win” at BLE with new collabs, crossovers, and category expansions across its global brands.

 

Read more...

Jazwares Unleashes Stranger Things Collection

 

From Hawkins to the shelves: action figures, playsets, and collectibles bring fan-favorite characters to life.

 

Read more...

Mattel, The Museum of Modern Art Collaborate For Art-Inspired Collection

 

This collection combines Mattel brands with renowned artworks.

 

Read more...

JAKKS Pacific Levels up Licensing with New ‘Super Mario’ Offerings

 

The line stars Mario, Luigi, Bowser, Princess Peach, and more.

 

Read more...

Paramount Names Josh Silverman President of Global Products & Experiences

 

LEGO Tops Out Virginia Factory as Construction Moves Into Next Phase

 

VeeFriends Partners with Walmart for NYCC-Exclusive Comic

 

TLS Heads to NYCC with Collectible Classics

 

CultureFly Enters NYCC with New Fandom-Fueled Collectibles

 

Lionel Trains Launches Limited-Edition Bobbleheads for 125th Anniversary

 

Hasbro and Mattel Unite Monopoly and Hot Wheels for 90th Anniversary Collectible

 

BLE 2025: Skibidi Toilet Expands Global Reach with New Licensing Partners

 

RoseArt Launches New Puzzles with Hebe Studio

 

Build-A-Bear Unveils Seasonal Lineup for OctoBEAR

 

Video Game Companies Reveal Upcoming Titles

 

Toca Boca Expands Hello Kitty Collaboration with New Sanrio Characters

 

Miraculous Corp. Appoints WildBrain CPLG as Licensing Partner

 
 

Marketing to the Adult Collector

 

Don’t call them “kidults,” they’ve been here for years…

 

Read more...

Ethical Supply Chain Program: Diversify to Thrive

 

How companies can reduce supply chain risks by diversifying their strategies.

 

Read more...

 

Tricks, Treats, & Toys:

16 New Halloween-Inspired Games, Collectibles, and More

Stock the shelves with spooks and scares.

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LEGO CREATOR 3-IN-1

HAUNTED MANSION

THE LEGO GROUP

 

Ages: 9+ | MSRP: $89.99

EXPLORE PRODUCT

HALLOWEEN CANDY BEARS

 

YOONIQUE

 

Ages: 3+ | MSRP: $5 and up

EXPLORE PRODUCT

MGA’S MINIVERSE

MAKE IT MINI HALLOWEEN

MGA ENTERTAINMENT

 

Ages: 8+ | MSRP: $11.99

EXPLORE PRODUCT

LIMITED EDITION

SPECTRAL SERIES SHASHIBO

FUN IN MOTION TOYS

 

Ages: 8+ | MSRP: $25

EXPLORE PRODUCT

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